CASES
GO PLANET™
Changing the perception of an entire sector is no easy task.
Our job was to create the stage for this story, uniting scientific innovation, the credibility of a great chef, and a powerful message to prove that it's possible to change the world without changing what you love.
The result was a conversation that swept across the country.
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Specialties in this case:
AWARD-WINNING CASE
Social Tribute in the ESG Highlight category at the ABEMD Award
Challenge
With consumers becoming increasingly aware and livestock farming under scrutiny as one of the main contributors to greenhouse gas emissions, the challenge was enormous.
It was necessary to change the perception of an entire sector, transforming distrust into dialogue and proving that the equation "productivity in the field + environmental preservation" was not only possible, but was already a tangible reality for the consumer.
Idea
The solution was to create a movement. We launched the label. GO PLANET™, which identifies meat and milk produced with low methane emissions, thanks to the Bovaer® nutritional additive from dsm-firmenich. The turning point was the message: "you don't need to change what you like to change the world".
To lend voice and credibility, we brought in Chef Henrique Fogaça, an authority on the subject who embraced the cause and brought it to his own restaurant. He was joined by a team of gastronomy influencers who amplified the news.
Main results
Over 7 million unique users reached.
Cost 90% below the segment average.
Dominance of search results (7 out of 10 on the topic).
Searches for the brand surpassed the term "sustainable meat".
Spontaneous media coverage in major media outlets.
